A Study On Promotion Strategy Optimization Of Vocational Education Project Of Hebei Qiming Company

Vocational education,as an important part of China’s national education sequence,is an important pillar for promoting national learning,lifelong learning and building a learning-oriented society.Every year,colleges and universities across the country send millions of talents to the society through Vocational education,which solves the demand of individuals for education and the employment demand of enterprises.However,in the aspect of enrollment promotion,many undergraduate and vocational colleges do not have too many promotion windows to complete the annual enrollment plan.For this reason,the state has continued to increase its encouragement of private education and has taken many measures to support correspondence stations or learning centers based on private education.In recent years,a large number of similar institutions have emerged,and the competition in vocational education market is increasingly fierce.In the process of promoting vocational education programs,how to solve the low brand attractiveness,lagging promotion channels,insufficient promotion efforts,insufficient professionalism of service personnel and insufficient customer loyalty has become an important practical problem worthy of in-depth study.This paper takes the vocational education program of Hebei Qiming Company(Qiming’s vocational education program)as the research object.First of all,literature research on marketing promotion of education industry at home and abroad was reviewed,guided by 5A Marketing Model,Integrated Marketing Communication,Digital Marketing Communication,PEST Analysis,STP Theory and other marketing theories,we analyzed the conditions and foundation of Qiming’s vocational education program from both the external and internal environments,and determined its relative advantages and disadvantages.Secondly,questionnaire survey was conducted around vocational education consumers,data analysis was conducted on basic information,demand information and behavioral preference of 375 valid samples by SPSS software,and problems existing in the marketing and promotion of Hebei Qiming Company’s vocational education project were explored.Combined with the current promotion strategy of Qiming Company,The reasons for these problems in Qiming Company’s vocational education project are analyzed.Finally,based on the 5A Marketing Model,corresponding solutions are formulated for the problems existing in different stages,and four guarantee measures,including human guarantee,financial guarantee,technical guarantee and organizational guarantee,are proposed in order to optimize the implementation of the measures smoothly.The macro environment of vocational education is good at present,and it is in the period of industry development opportunity.The overall economic environment is developing well.The proportion of education and culture-related expenditure in total consumption expenditure continues to rise.More attention has been paid to academic education,and technological progress has brought more possibilities for the development of vocational education.The promotion effect of vocational education project can be effectively improved and the development of the business section of vocational education project can be promoted through expanding brand awareness,enhancing publicity attraction,enhancing promotion effect,improving service cost performance and improving customer loyalty.